Previously, The Front Brewing Company had been using a painted illustration for their original Mountain Man Beer label. The character had a long beard, sunglasses with a sunset reflection, and a wheat stem dangling from his mouth. They decided that a woodcut style revision of the mountain man with these key elements could become the face of the brand as it transitioned to Jeremiah Johnson Brewing Company.
Initially, we considered doing two illustrations. One would have lots of detail, and would show more of the character in an outdoor setting. The other would be a very simple, iconic image suited for use in a logo.
As you can see, the simple one was sort of a mountain man version of Colonel Sanders.